Bridging Industrial CMF Design and Circularity
If an object is eye-catching enough to be picked up, it is often the result of a conscious and complex CMF design process that primarily influences the consumer through perceived value. Objects not only serve functional purposes, but also convey emotional meaning, identity, and status, thereby becoming expressions of the user's relationship with the world and their self-image. (Becerra, 2016). Beyond its initial visual impression, CMF design can evoke entirely different feelings in the user through the same product. Does it feel cold or warm and cosy to the touch? Is the surface rough and textured, or extremely smooth?
CMF design is experiencing a golden age: designers now have access to an unprecedented range of materials, colors, and surface treatments. Contemporary design is seeking new responses to constantly evolving consumer habits. Traditional linear thinking is increasingly being replaced by a circular approach that promotes long-term, conscious, and systematic design.
The Ellen MacArthur Foundation and other researchers also support the integration of circular economy principles into everyday practice (Ellen MacArthur Foundation, 2021). At the same time, Material Driven Design (MDD) is gaining increasing attention (Materials Experience Lab, 2024). The essence of this approach is that the design process does not begin with plans or sketches, but with exploring and experimenting with the material itself. Designers develop the function and the final product based on the material’s inherent properties, allowing both form and function to emerge from the material. Although accelerated development cycles, manufacturability constraints, and tooling costs often limit material selection in industrial contexts, CMF design is more closely integrated with the shaping of design solutions than ever before. As form evolves, so do the textures, subtle tonal variations, and perceived depths of the design.
In response to macro trends and legislative changes, designers can actively shape the future of the industry by sharing responsibility with other stakeholders. However, there is often a fine line between genuinely conscious material selection and greenwashing. Well-considered CMF design also serves as a strong brand statement, expanding the target audience and refining previously defined consumer segments. To minimize industrial waste, it is essential for both companies and consumers to reconsider their expectations regarding quality and standards. Fortunately, an increasing number of products are emerging that actively contribute to shifting consumer mindsets.
The BMW Vision Neue Klasse “Future is Bright” interface playfully demonstrates the concept of recycling in a way that can even bring a smile to the user’s face.
Figure 1. BMW Vision Neue Klasse – Inform (09/23)
Source: BMW Group Press – PressClub press photo (ID P90519794)
Link: https://www.press.bmwgroup.com/slovenia/photo/detail/P90519794/BMW-Vision-Neue-Klasse-Inform-09-23
A more subtle example of engaging with the concept of visible recycling is the Philips SENSEO® Viva Café Eco, where a speckled effect is integrated into the surface as a deliberate design element. This effect is achieved through recycled plastic material blending and specialised pigment integration, allowing the material’s recycled origin to become part of the product’s visual identity.
Figure 2. PolyCE partners at the Plastics Recycling Show Europe event.
Source: PolyCE – Partners recognised at Plastics Recycling Show Europe, Medium article, December 21, 2020.
Link: https://polyce-eu.medium.com/polyce-partners-recognised-at-plastics-recycling-show-europe-1cd146d71be1
Another compelling example is Microsoft’s “Remix” controller, which is made from a blend of post-consumer recycled plastics and automotive headlights, combined with post-industrial recycled plastics generated during controlled manufacturing processes.
Figure 3. Xbox Wireless Controller – Remix Special Edition (U.K. import).
Source: Gamesmen product
Link: https://www.gamesmen.com.au/xbox-wireless-controller-remix-special-edition-u-k-import
Why should manufacturing imperfections always be concealed and coated? There is something inherently appealing about materials that can tell stories about their history, similar to the Japanese kintsugi technique.
Figure 4. A traditional Kintsugi bowl repaired with lacquer and gold, illustrating the Japanese art of golden joinery.
Source: “Kintsugi: The Ancient Japanese Art of Repair”, Pouls.of.art blog post, 21 Aug 2025
Link: https://www.poulsofart.com/blogs/artchives-2/kintsugi
Trends are opening space for a new aesthetic in which irregularity replaces perfectly regular surfaces. Rustic or matte finishes are taking over from mirror-like glossy ones. This allows scratches to tell the story of the product and be welcomed rather than hidden or treated as flaws and results in a more durable, timeless visual character.
Philips introduces natural tactile qualities through matte mineral-like polymers, textile coverings, and micro-textured soft-touch coatings, shifting away from cold, reflective appliance surfaces toward warmer, more human-centred material experiences.
In contrast to soft-touch coatings that primarily enhance tactile comfort, some surfaces are mathematically engineered to be irregular, either directly through injection-mould texture or through treatments applied to stainless steel. These processes create a controlled micro-roughness that improves durability, reduces reflectivity, and defines the product’s visual and tactile identity.
In addition to recycled and synthetic materials, natural materials that have been used for centuries—such as bone, stone, shells, and plant-based materials—hold significant potential for innovation and can be reinterpreted through a contemporary design approach.
The Red Dot Award-winning Panasonic Himalayan Series differs significantly from the typically smooth surfaces of household appliances. In its initial version, a 3D-printed, stone-like colour and finish with an intentionally uneven texture was applied. This unconventional surface treatment embraces irregularity and encourages a shift in customer perception, moving away from ideals of flawless perfection.
Figure 5. Panasonic Himalayan Series washing machine and dryer with stone-inspired design, awarded Red Dot: Best of the Best in Product Design.
Source: Panasonic Himalayan Series, Red Dot Design Award
Link: https://www.red-dot.org/project/panasonic-himalayan-series-67292
Philips has introduced bio-based and recycled plastics into several consumer products, such as Sonicare toothbrush heads containing up to 75% bio-based material. While these materials are not fully biodegradable, they represent a shift toward renewable, lower-impact material systems and signal a broader transition from petroleum-based plastics to more sustainable material strategies.
Even the automotive industry is transitioning from carbon fiber to more natural alternatives. For example, the Porsche 718 Cayman GT4 Clubsport uses Bcomp natural fiber composites for body parts such as doors and rear wings. This represented an important step toward more sustainable material solutions, as natural fiber composites can reduce the CO₂ footprint by up to 50% compared to conventional carbon fiber composites, while providing comparable stiffness-to-weight performance.
Figure 6. Porsche 718 GT4 Clubsport racing car front fender made from natural-fibre composite material.
Source: “New 718 GT4 Clubsport front fender natural fiber for Porsche Cayman racing car”, 911race.de blog,
Link: https://www.911race.de/en/blog/racing/new-718-gt4-clubsport-front-fender-natural-fiber-for-porsche-cayman-racing-car
Natural fiber composites, such as flax-reinforced materials developed by companies like Bcomp, are also increasingly being explored for aircraft interior components, where they can replace conventional carbon fiber panels and contribute to reducing overall environmental impact.
By aiming to embrace Material-Driven Design in everyday products, we can help widen customers’ mindsets and allow new aesthetics to play a key role in product design, while maintaining a strong human-centred approach in a world where AI and robotics are advancing at an unprecedented pace. Now more than ever, human-centred design is essential. We must return to our roots and deepen our understanding of materials and sensory experiences in order to create products that feel natural and healthy. CMF design plays a crucial role in enabling this connection between users, materials, and their environment.